ClassifiedsPLATFORMS, CHANNELS, MONEY

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Introduction MobiyaSacha Vekeman, Founder Mobiya

Mobiya is a software company for classified media with a focus on monetizing buyers and sellers in print, online and mobile marketplaces using mobile interactivity and digital services

Business model: revenue share over mobile Authentication, Alerts and Adverts

Background Started in 2006, privately owned Worldwide patented technology Active in the UK, India & Africa Headquartered in Oxfordshire

CONFIDENTIAL AND COPYRIGHT 2013 SACHA VEKEMAN (+32 499 504050)

Mobiya Platform Evolution 2006/2008 PRINT Classifieds with mobile interaction: Posting-Listing-Responding

Prototype development in BeneluxProof-of-concept Metro newspaperCustomers quickly adopted the mobile classified service, but publishers not organised to grow it

2009/2011 ONLINE Classifieds with mobile authentication: Real-Time Service Buyer/Seller

Direct-to-Consumer in the UK, focus on petsLargest online aggregator of pet content500k monthly visits, conversion at 5%

2011/2013 MOBILE Classifieds with mobile-only user experience: Subscription Service Alerts

Launched in India with largest mobile operatorIndexed millions of domestic jobsConducted first consumer tests

CONFIDENTIAL AND COPYRIGHT 2013 SACHA VEKEMAN (+32 499 504050)

Mobiya Channel Evolution Newspaper Distribution

100% dead business model for Mobiya in Western Europe. Not to say print is dead…

Online newspaper portals provide poor conversion. What is the real value-add?

Traditional advertising models do not support revenue share business models! Why?

Digital Distribution

Search Integration: 100% focus on integration with dominant search provider, Google.

Mobile Integration: 100% focus on HTML5 due to non-real-time nature of app-content

Social Media Integration: unproven, but testing

CONFIDENTIAL AND COPYRIGHT 2013 SACHA VEKEMAN (+32 499 504050)

Mobiya Monetization Evolution Online Monetization (UK Market): Monetization over ‘Authentication’ service Creates a scam-free and safe online marketplace 95% of revenue generated via premium SMS Bottom line of about $1M per content category

Mobile Monetization (Emerging Markets) Monetization over ‘Alerts’ & ‘Adverts’ services 100% of revenue via SMS, premium and free Business model in these markets are recurring revenue with a growth potential of 100x the UK

100% Ignored revenue: Online advertising! It’s not worth the effort.

CONFIDENTIAL AND COPYRIGHT 2013 SACHA VEKEMAN (+32 499 504050)

Conclusion for PublishersCompanies such as Mobiya disrupt traditional publisher markets

Investment efficiency of Mobiya Invested $1M (3yrs) generated $3M (3yrs) Re-invested $3M (3yrs) and gained access to a market with billions of mobile users (India, Africa)

Technology focus and business growth of Mobiya Technology-only, highly automated, no employees Growth is pure organic, no advertising spending

Publisher are now in serious survival mode. What to do?Invest: buy technology rather than people! Buy software companies rather than online/print publicationsAutomate: threat of technology is real, recruit CIOs and CTOs rather than more product and brand managersIntegrate: publishers lost their digital distribution and brand value, start thinking how to integrate rather than dominate